Location: Chelmsford, Essex
Shopping for: A low-budget family ski holiday
The agencies
The Co-operative Travel
1 Market Road, Chelmsford
Score: N/A
A promising start – full marks for the appearance of the agency and its staff – fell flat, as after waiting for more than 20 minutes, I had not been acknowledged.
The windows were full of information about deals and holiday offers, but any customers tempted inside would hit a stumbling block as there simply weren’t enough staff.
Just two consultants were serving three customers, so I browsed the fully stocked brochure stands. At one point I tried to approach an employee who seemed to be coming to assist me, but she was already helping other customers. I waited a few more minutes before giving up and leaving.
This agency failed the Mystery Shopper 15-minute challenge and therefore did not achieve a score.
Flight Centre
Dukes Mead House, High Street, Chelmsford
Score: 74%
Flight Centre ticked lots of boxes when it came to basics – it was clean and had an attractive window display, and the four staff members were smartly presented.
With just one other customer present at the time of my visit, I was greeted immediately by a friendly employee. She was thorough and attentive, asking me lots of questions to determine what kind of holiday I was looking for.
The agent scored highly for effort and friendliness, but did not attempt to seal the deal. She did provide information, and gave me a Crystal Ski brochure, but this took a long time and she simply advised me to take the brochure and come back.
She didn’t get into the detail of costs or take my contact details, or offer to follow up on the enquiry – the onus was on me to choose to return to the agency.
First Choice
87 High Street, Chelmsford
Score: 75%
My experience here almost directly mirrored that in Flight Centre. The agency was well maintained with up-to-date promotional material.
There were three uniformed consultants in the shop dealing with two customers, so I was assisted immediately by a polite staff member who offered me a seat and asked what I was looking for.
Again, she was excellent at determining what I wanted from my holiday and provided a First Choice Snow brochure, but didn’t give cost information and didn’t try to make a sale.
Being too pushy is a turn-off, but no attempt was made to take my contact details, so the enquiry could be followed up. It was up to me to return and ask to buy a holiday.
The winner
Thomas Cook
8 High Street, Chelmsford
Score: 92%
This high score reflects a great all-round performance from Thomas Cook.
There were four customers being handled by three smartly dressed consultants when I entered this tidy, attractive agency, so I had just a three-minute wait and once served by an agent the experience was exemplary.
I was asked detailed questions to find the right holiday for me and given a Neilson Ski and Snowboard brochure by the polite, competent employee. The agent also gave me details on price, offered insurance and tried to make the sale. I was given a printout, asked for my contact details and the agent offered to follow up my enquiry.
I was really impressed – she was friendly and full of knowledge, and used her first-hand experiences to assure me that this was the right holiday for me. I would recommend this agency to everyone.
Apart from a disappointing time-out from The Co-operative Travel – where understaffing meant Mystery Shopper was kept waiting for more than 20 minutes – agencies scored well this week.
Product knowledge and customer service were good across the board however, two agents showed a laissez-faire approach to making the sale.
The winning agency went the extra mile, offering to sell add-ons, giving price details and trying to follow up an enquiry with a sale.
While a ‘hard sell’ can turn off customers, agents need to make every effort to gently clinch that deal.
Selling tips
Tip 1: Book a self-catering apartment to keep costs down by clients cooking their own meals, or look for a hotel with a family-size room.
Tip 2: Opt for a resort offering free child ski packs. Book the resort of Kranjska Gora in Slovenia with Inghams and get free ski school and ski hire for up to two children when two adults pre-book. Receive free helmet hire for children up to the age of 14 when skis, tuition or learn to ski pack is pre-booked or purchased locally.
Tip 3: Choose a resort outside the eurozone for the best value for money, such as Bansko, Borovets or Pamporovo in Bulgaria or Poiana Brasov in Romania.
Tip 4: Head for a resort with affordable childcare facilities. Crystal has kids’ clubs in 17 resorts with nannies and options for kids from 6 months to 11 years, with prices from £85 for six half days.
Tip 5: Pick a resort with short transfer times and wide, child-friendly slopes. Consider the range of family après-ski activities such as tobogganing, dog-sledding, snowmobiling or ice-skating.
Mystery Shopper scoring system
- 60% Advice and product knowledge
- 12% Customer service
- 8% External/internal appearance
- 7% Welcome
- 7% Farewell
- 6% Staff presentation